TCHO is a new kind of cacao company that has Louis Rossetto, founder of the übertech magazine Wired.com, and a space shuttle technologist, Timothy Childs amongst its partners. This US brand is based in SF Bay Area, and plays on the geeky ‘beta’ concept in its serial launches of origin bars. The company philosophy is very close to my personal business ideas, and though the professional reviews might not be raving (yet) on their bars, still the concept is well working out. TCHO also plays a lot on so called ‘transparancy’, but puts more efforts in marketing this proposition than competitors. This avid tactic surely will have its roots in the geek and Web2.0 background they have.
The big SF bloggers from BoingBoing TV treated their friend and neighbour on a visit in its ‘open house’ and deliver a nice series of short documentaries taking us behind-the-scenes at the TCHO offices. The first video result in this series is rather a very nice and appealing introduction in the cacao processing from ‘bean to bar’, or much better: from ‘pod to palate’! Enjoy Xeni Jardin and David Pescovitz rocketed into the world of cacao.
(mind you, there is short intrusive ad halfway)
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